Purpose: This paper reports on the findings of an analysis of the visual branding of over 630 airline tail fins as they appeared
in 2000 and 2012.
Design/methodology: Unlike existing studies of airlines’ visual identities that rely on a snap shot in time and examine all airlines,
this paper focuses on changes that have occurred in the visual branding of full-service carriers (FSCs) and low cost carriers
(LCCs) between 2000 and 2012 using a semiotic content analysis.
Findings: The results confirm that there have been significant changes in the visual content of FSC and LCC tail fins and the
way in which these airlines portray non-price competitive characteristics. The research shows that while an increasing
number of LCCs now use aircraft tail fins to display their corporate name, FSCs are increasingly employing icons of
nationhood. This suggests that while LCCs are trying to appeal to a wide passenger demographic who value low fares over
service, FSCs are responding to the competitive threat by explicitly drawing on the cultural rhetoric of symbols of sovereign
national identity to differentiate themselves in an increasingly competitive market.
Originality/value: This paper builds on previous analyses of this type focusing on temporal comparisons and suggesting
differing strategies adopted by LCCs and FSCs.